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Look into strategy of news startups

Representatives of Vox Media gave editors a look into the news startup's strategy Tuesday and reminded them now is the time to innovate.

After launching Vox in April, social culture played an important role in its business model, Vox Media CEO Jim Bankoff told editors during second day of the ASNE-APME conference in Chicago.

Representatives of Vox Media gave editors a look into the news startup's strategy Tuesday and reminded them now is the time to innovate.

After launching Vox in April social culture played an important role in its business model, Vox Media CEO Jim Bankoff told editors during second day of the ASNE-APME conference in Chicago.

“Our audience demographics are young people who have computers and mobile devices and prefer to consume content that way,” he said. “We want to create a new series of brands that speak to them in their language.”

To speak the language, Bankoff said, content should provide clearer understanding for readers and reach them where they are.

Bankoff quoting Vox Media Editor in Chief Ezra Klein reminded the audience: “We can't rest because we now have to figure out how to deliver news on a watch."

Achieving both the depth and interactivity for online stories meant Bankoff and his team had to merge two different worlds: journalists and hackers.

“We in the media, in journalism in particular, have been victims of the technology companies imposing their will upon us,” he said.

Lauren Rabaino, product manager for The Verge, said the “product-based company” always includes advertising in the editorial conversation to ensure the product is designed consistently.

“We tie both of those together because all of it is one product,” she said. “Where we're different, we see them as one piece of the puzzle. Our ads fit to gether like a puzzle beautifully.”

Bankoff said audience trust is paramount and that when it comes to native content, the company is held to a high standard avoiding conflicts of interest with sponsored advertising.

Moving forward, Rabaino also had advice for editors.

“Listen to the young, smart people in the room who might have ideas," she said. "Empower them beyond just taking their feedback. Put them in the decision-making process and hold them accountable.”

Empowerment also translates to the rest of the staff at Vox Media. Despite the media group's success so far, Rabaino said in the office culture, everyone is continually trying to, and are expected to, innovate no matter their position.